Meet the Iconics: Launching BC’s New Destination Brands
Destination BC is proud to unveil the full family of Iconic destination brands, marking a major shift in how we position BC to the global tourism market. This collection of globally compelling reasons to visit BC will help travellers easily understand what sets BC apart from global competitors.
Meet the six Iconic brands:
- Rainforest to Rockies: The iconic Canadian journey between the Pacific Ocean and the Canadian Rockies, where ever-changing landscapes unfold at every turn.
- The Great Wilderness: A great wilderness that surrounds adventurers in vast scale and the transformative power of nature.
- The Infinite Coast: A journey along the pacific edge, where ocean, rainforest, and mountains converge, and cultures are shaped by land and sea.
- Nature’s Heartland: A rugged, soul-stirring landscape, where layers of nature and living history meet hands on adventure.
- Valleys & Vineyards: A generous land, where life-giving waters nourish both soil and soul.
- The Birthplace of Adventure: A land of endless peaks, shaping generations of adventurers.
Living under the Super, Natural British Columbia parent brand, each of these six new Iconic brands is grounded in the distinct landscapes, nature, and cultures of the area it represents. Developed through engagement with communities, Indigenous partners, and local tourism leaders, these brands tell a more compelling, cohesive, and competitive story of British Columbia—designed to inspire travellers from around the world, support seasonal and geographic growth, and increase the long-term value of tourism across BC.
What’s Ahead
These brands will be activated across Destination BC’s consumer channels in Fall 2025, supported by regional and Indigenous partners, and local storytellers. Brand guidelines, visual assets, messaging toolkits, and campaign resources will be shared in advance through our industry-facing channels and direct partner outreach.
Industry partners are invited to learn more by watching the recording of our Iconic Brand Launch Webinar and visiting: https://www.destinationbc.ca/iconicslaunch/
